Retail tissue registered similar current value growth to 2021, though volume growth was lower. With the pandemic still lingering in 2021, people still spend significant amounts of time at home and continued to home cook and use paper towels.
Antalis remains the leading player in retail tissue, with its Lambi and Serla brands. Antalis is a Finnish company, and Estonian consumers perceive Finnish products to be of high quality.
Purchasing decisions are increasingly driven by rising consumer environmental concerns, with many consumers seeking to minimise their consumption of retail tissue. As a result, companies are looking to develop environmentally-friendly options and using recycled material as much as possible.
Retail tissue will register moderate constant value growth over the forecast period. Population decline will continue to dampen volume sales.
Private label currently has insignificant value share within retail tissue and many Estonian consumers associate private label with low quality. However, that could change over the forecast period.
The pandemic changed shopping habits, with consumers shopping less frequently and buying more in bulk. This behaviour is likely to persist over the forecast period.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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